From Friction to Flow: How a UX/UI Improvements Drove Growth for Eagle Leather
Brand: Eagle Leather
Established in 1995, Eagle Leather has grown to become America’s largest motorcycle gear store. Founded in Lakewood, Washington, the brand offers an extensive selection of high-quality motorcycle leathers, apparel, helmets, and accessories, serving a dedicated community of riders and enthusiasts across the nation.
Challenges
The primary goal was to increase website conversions. To achieve this, several foundational issues related to user experience and site functionality needed to be addressed. The key challenges included:
- Technical and Navigational Hurdles:The website was hampered by several technical issues, particularly on critical category and product pages, which created a poor user experience and negatively impacted site performance.
- Missing Core E-commerce Functionalities: Key features essential for a modern shopping experience, such as clear stock availability indicators and an ‘Add to Wishlist’ option, were absent from product and collection pages.
- Unclear Value Proposition: The brand’s Unique Selling Points (USPs) were not prominently displayed, making it difficult for new customers to understand the value and benefits of choosing Eagle Leather over competitors.
- Ineffective Calls-to-Action: Key Call-to-Action (CTA) buttons were not visually prominent, leading to user confusion and reducing the likelihood of a customer completing a purchase.
Our Approach
Our strategy was centered on a complete overhaul of the user experience to remove friction and build customer trust, directly addressing the identified challenges to improve conversions.
- Comprehensive UX/UI Audit:We began by conducting a complete UX/UI audit of the entire website to precisely identify and document gaps in usability, design, and the overall customer journey.
- Redesign of Key Pages: Based on the audit, we improved the UX/UI design of the category and product pages, focusing on creating a cleaner, more intuitive, and visually appealing shopping experience.
- Implementation of Core Functionalities:We integrated missing e-commerce functionalities, including real-time stock availability indicators and a wishlist feature, to enhance customer interaction and convenience.
- Highlighting USPs and Value: We strategically redesigned page layouts to make the brand’s USPs highly visible across key touchpoints, building trust and clearly communicating the company’s value propositions to customers.
Results
While the primary goal of the UX/UI overhaul was to improve the conversion rate, these foundational improvements also led to a significant positive impact on organic search performance and user growth over a six-month period.
29.61%Increase in Total Impressions
A comparison of the last six months to the previous six-month period shows a marked increase in search engine visibility.
Total Impressions (Mar–Sep 2025): 7.53M
Total Impressions (Sep 2024–Mar 2025):5.3M
13.38% Increase in Total Clicks
The rise in search engine visibility led to a considerable increase in user engagement and total clicks.
Total Clicks (Mar–Sep 2025): 51.7K
Total Clicks (Sep 2024–Mar 2025): 45.6K
11.77% Increase in Total Users from Organic Search
The enhanced user experience contributed to a notable rise in organic traffic visiting the website.
Total Users (Mar 8 – Sep 8, 2025): 46,296
Total Users (Sep 8, 2024 – Mar 7, 2025): 41,440
